On the surface, lead generation and demand generation sound like different names for the same concept.
Leeds and demand definitely share a relationship. If you generate more demand for your product, you'll end up with more leads, and if you can generate more leads, you’ll naturally benefit from greater demand.
However, while there is some overlap between lead generation and demand generation, it's ideal for marketers to treat these strategies as distinct – and integrate both of them into your overall approach.
What exactly are the differences between lead generation and demand generation?
And why does your business need to use both?
Let's start with the basics.
Demand generation is all about stimulating demand and interest in products like yours. This process is often somewhat passive and focused on inbound approaches, and it doesn't always result in newly generated leads or customers. The goal is to create a landscape in which more people are aware of your brand and the reason it exists – and in which People are primed to think about or even buy products like yours.
Demand generation prioritizes the following:
· Introducing the problem. On the demand side of the equation, you typically focus on the problem more than the solution. If you're selling food, you first need to stimulate hunger. There's nothing wrong with introducing your solution or product at this stage, but the primary motivation of your actions should be to make people recognize that they need your solution or product.
· Highlighting brand authority. This is also an excellent opportunity to highlight your brand authority. Brand visibility plays an important role in both demand generation and lead generation, but it's especially valuable to establish your authority before you attempt to call your prospects to action.
· Utilizing free and accessible media. At the demand generation stage, most people are going to feel somewhat apathetic toward your brand. That's why it pays to use free and accessible media. People are much more likely to read articles, watch videos, and engage with social media content if it's freely available, and that's exactly what you want in the demand generation phase.
· Engaging a wide audience. Demand generation also requires you to engage a wide audience. At this point, you're focused on quantity as much as quality, since you're effectively “priming the pump” of customer demand. You may not have a concrete idea of who your best customers are going to be, so it's beneficial to cast the widest possible net.
· Top of funnel focus. Demand generation prioritizes action at the top of the sales funnel. At this stage, people may not even be aware of the problem they're facing. It's your job to introduce that to them, so they can feel comfortable and confident moving to the next stage of the funnel.
In contrast, lead generation is about taking advantage of the demand you've already generated so that you can cultivate more prospects and eventually customers. Most companies practicing lead generation use a mix of both inbound and outbound strategies, across a multitude of different channels.
Lead generation prioritizes the following:
· Introducing the solution. If you want someone to be interested in your product, you need to pitch it to them as a solution for a problem they know they're facing. If you have a good demand generation strategy in place, you probably have a multitude of prospects who are aware of a problem and are in search of a solution. This is your opportunity to introduce it to them.
· Highlighting specific benefits. Lead generation also enables you to highlight specific benefits of your product or service. There's nothing wrong with showcasing your brand authority and expertise at this stage, but if you want to convert people, you need to give them compelling reasons to do so. The more specific your pitch is, and the more persuasive it is, the better.
· Utilizing gated resources and media. During the lead generation stage, you need to get something from your audience. Depending on your strategy, that could mean persuading people to buy your products and services or simply getting them to provide their contact information. Either way, you need to utilize gated resources or media. Give people better-quality, premium resources in exchange for their contact information.
· Engaging a narrow audience. Instead of casting a wide net, lead generation typically benefits from engaging with a narrower audience. There's nothing wrong with generating a lot of leads, but you're typically better served focusing on quality over quantity. This way, you can reach the people most likely to buy from your brand – and avoid wasting time on people who aren't a good fit for it. Many lead generation strategies also include processes for ongoing lead nurturing, capitalizing on quality leads who didn't convert the first time around.
· Bottom of funnel focus. In contrast to demand generation, lead generation focuses on the bottom of the funnel. By this point, many of your prospects are going to be intimately familiar with your brand and its products, so you'll just have to close the deal.
There are many good reasons why you might focus on demand generation as part of your overarching marketing approach:
· Countless options. For starters, demand generation gives you countless options. Because you're focusing on a broad audience, and not a highly specific one, and because you're more focused on getting attention and stimulating thought than driving specific action, you can engage with people in practically limitless ways. You can take advantage of dozens of different free channels and experiment with a wide variety of tactics to drive results.
· A big net. This is also one of your best chances to cast a wide net and appeal to as many people as possible. Not everyone who interacts with your demand generation materials is going to become a loyal customer, but you don't need them to. You simply need to raise awareness of the problem your brand is trying to solve and make your brand more visible.
· Long-term value. Demand generation is a long-term strategy that yields results for years to come. Even if someone who engages with your demand generation materials doesn't buy from your brand right away, your brand will become more familiar to them, so they're more likely to buy from you in the future. They may even be more likely to recommend your brand to friends and family members who are ready to buy. Because of these effects and others, you can capitalize on demand generation dividends indefinitely.
· Secondary benefits. There are also some secondary benefits associated with demand generation. It's not just about stimulating thought and interest in your products; it's also about reengaging with customers who have already bought from you and building the credibility and broader familiarity of your brand.
There are many perks associated with lead generation as well:
· Harnessing the full power of demand. Lead generation is the best way to capitalize on power of the demand you generated – as well as whatever demand already innately existed for your product. With a focused, targeted approach, you can reach out to the people who are most interested in your products and most likely to buy from you so that you can persuade them more specifically.
· Quality selections. If demand generation is more about quantity, lead generation is more about quality. Instead of spamming a million people in the vague hope that some of them will go out of their way to engage with you, you can reach out to the select few people most likely to engage with you – and appeal to them directly.
· Cost effectiveness. If your lead generation strategies are sufficiently effective, they should yield a very strong return on investment (ROI). Demand generation should have a positive ROI as well, but it's harder to measure and takes longer to develop. By optimizing your lead generation strategy for results, you can get more value out of every dollar you spend.
· Systematic clarity. Lead generation strategies give you much more concrete feedback to work with. If someone declines to purchase your product in a phone conversation, you can ask them what's holding them back. If some of your inbound tactics have a lower conversion rate than others, you can study the data to learn what the differences are and readjust your approach. As long as you take this feedback seriously, you can gradually refine your approaches and significantly improve your results down the line.
Do you really need both lead generation and demand generation? A couple of simple thought experiments can help you decide.
First, let's think about what a company might look like if it focuses on lead generation without demand generation. It's capable of achieving relatively high conversion rates and targeting the people most likely to purchase specific products, but people may not be familiar with the brand and there will be fewer people even aware that a problem exists. In this scenario, the company might be genuinely pleased with results; if traffic is reasonable and conversion rates are high, the company can achieve profitability and relatively sustainable growth.
However, this company might be blind to the potential it could achieve with the help of demand generation. Because demand generation produces more potential leads to target and enriches your customer pool by showcasing brand authority and building familiarity, it greatly multiplies the impact of your lead generation strategy.
An even clearer example of why you need both is a hypothetical in which you utilize demand generation without lead generation. In this scenario, you've made thousands of people aware that there's a problem they need to solve – and you've potentially introduced your brand to them. This will almost certainly have an impact on your bottom line, driving more people to your business and improving engagement with your existing customers.
However, you'll never be able to harness the full potential of your demand generation without a lead generation strategy at the bottom of your funnel. You may have more people aware of the critical problem, but you're not pushing people to take action, nor are you specifically targeting the people most likely to buy from you.
Ultimately, the best approach for nearly every business is to use demand generation and lead generation together. With both of these strategies overlapping and connecting with each other, you'll be able to stimulate more interest, engagement, and ultimately conversions.
Of course, this can be a tricky puzzle to solve. How much, exactly, should you be investing in each side of this equation? How should you use tactics that could conceivably fit into either demand generation or lead generation? How can you use insights gleaned from one strategy to improve the other? And what do you do if you hit a dead end?
If you're relatively new to the digital marketing world, or if you've had unsatisfactory marketing results in the past, you may not know how to begin answering these questions. That's why it pays to work with a seasoned marketing agency, which can offer the expertise and insights necessary to help you create and execute the best possible mix of demand generation and lead generation.
If you’re ready to get started, reach out for a free discovery call today!
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